UTM Codes - Identifying High-Performing Digital Marketing Campaigns


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Should I care about UTM codes?

Well, that depends on if you use social networks to drive traffic to your website. UTM (Urchin Tracking module) codes are used to enhance the information you get though Google Analytics by providing information on what specific social platforms are bringing in the most traffic to your site. While looking at UTMs they may seem a little intimidating, they are actually very simple code that gives you a good understanding of how people are interacting with your website and ads.

Pros:

UTM’s make your marketing campaign picture less chaotic for no extra cost. They provide detailed information about the marketing campaign than other measurements of traffic flow. UTM provides insights and comparisons on which campaign, medium, and source worked the best.

Cons:

UTM are persistent entities that stick to the same link even if you switch to different platforms. For example, you create a link designed to monitor the traffic you get from your Twitter post, but it then gets shared to Facebook. All the clicks you get from the shared post will be counted as coming from Twitter, even though the flow originated from Facebook.

Due to the interconnectedness of the social web, 82% of online sharing is done by a quick copy-paste of URLs. This creates misleading results in the data collected by UTMs

When should you use UTM?

Typically, the best time to tag your site with a UTM parameter is during these campaigns: email, social, paid, affiliate, and offline. During these campaigns, UTMs are particularly useful because they cover ground the referrer tracking method can’t measure.

How do I create my own UTM?

Fortunately for us digital marketers, there are websites that walk you step-by-step on how to create your own UTM. A lot of resources reference Google’s URL builder to help uncomplicate the process. The best guide I found is https://neilpatel.com/blog/the-ultimate-guide-to-using-utm-parameters/. Neil walks you through the specific construction and meaning of your URL and provides a coherent guide on how to create one of your own.

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